The Drum Awards for Marketing - Extended Deadline

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Client: Simply Be
Date: Oct 2019
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The latest campaign from online fashion retailer Simply Be and agency Studio Blvd, introduces 'The New Icons' - empowered, confident and sexy women of all shapes and sizes.

It’s almost taken for granted these days that when it comes to showing women’s bodies, brands should be more representative, but the size 16-plus market seldom reflects the aspiration projected elsewhere in fashion.

The New Icons campaign turns this on its head, making the “plus size” stereotype of playing the ‘supporting role’ obsolete by unapologetically celebrating the female form and putting curves centre stage. 'The New Icons' campaign enables curvy women to take the spotlight, showing they can be sophisticated, full of attitude and the most fashionable person in the room.